The BBC World Service has outlined plans to increase the number of languages in which it broadcasts from 29 to 40 – in a drive to reach half a billion people across the world by 2022. It is the biggest expansion of the broadcaster in more than 70 years, and a signal that Britain aims to exercise its soft power more vigorously.

At the height of the Cold War, the BBC World Service, Radio Canada International and the Voice of America used high-power, multilingual broadcasts on the shortwave radio bands (1710 kHz–30 MHz) to blast news and information behind the Soviet Union’s “Iron Curtain.” In turn, Radio Moscow, Radio Havana Cuba and East Germany’s Radio Berlin International pumped their own versions of reality to the world via shortwave.

China’s global image faces challenges - but if asked to choose between its national interests and preserving its national image, China would choose the former. A recent poll conducted by the BBC World Service shows that China’s international image is not that great around the world. Although this year China’s international image is equally divided (42 percent vs. 42 percent) between those who think China’s influence is positive and those who think it is negative, China’s image in Japan and South Korea (two of China’s most important Asian neighbors) is quite negative.